摘要
产品伤害危机被定义为产品被发现是有缺陷的或危险的广为宣传的事件。本文通过检验在产品伤害危机中影响消费者购买意图四个关键因素（品牌、组织响应、原产地形象、外部影响）的重要性,为组织管理者在危机发生后如何将危机造成的不利后果化为最小提供指南。为了实现上述目标,使用了联合分析。结果表明无论是在危机严重程度高或低情境下,还是在不同性别情境下,组织响应都是影响消费者购买意图最重要的因素,而原产地都是影响消费者购买意图最不重要的因素。一项发现特别值得注意：女性在危机严重程度高和低情境下、男性在危机严重程度低情境下,外部影响与购买意图负相关。基于本研究的发现,讨论了管理含义。
A product-harm crisis is defined as a well-publicized occurrence wherein products are found to be defective or dangerous.This paper examines the importance of four critical factors（that is,brand,organization response,place of origin image,external effect） influencing consumer purchase intention during the crisis,so that it can provide practical guidance to management authority about what and how to do to minimize the adverse consequences after crisis.In order to achieve the goals mentioned above,conjoint analysis is used.The empirical results suggest that organization response is the most important factor under both different crisis severity and different genders situation,while the place of origin image is the least important factor.One fact of this paper deserves special attention：when female is under both high and low crisis severity situation and male is under low crisis severity situation,external effect and purchase intention are correlated negatively.The managerial implications are also discussed.
出处
《中大管理研究》
2011年第3期64-89,共26页
China Management Studies
基金
国家自然科学基金项目(70972018)
关键词
产品伤害危机
购买意图
联合分析
product harm crisis
purchase intention
conjoint analysis
